March 29, 2016 Sofie Haag

The number 1 thing you MUST do before commencing any new promotion


Last week I talked about the number one thing you must do before launching a project. If you fail to do this, you won’t get the results you desire.

So, what is it? It’s so simple, and yet it’s sometimes more challenging to identify than we care to admit. It’s CLARITY. I’m talking about clearly identifying the OUTCOME you want, and your big reason WHY you want this outcome. Don’t make it overly complicated; in a sentence or two describe what it is you want and why in such a way that you engage emotionally with the outcome. You see, we have all made these big promises and set these major goals (New Year Resolutions anyone?) but all too often we don’t see them through. The reason is often not lack of discipline but lack of support on a daily basis.

Let´s say you have this big vision for a promotion you want to do. It could be a concert, an upcoming event or launch of some kind. Now, take out a piece of paper and write down exactly what you want to do and why. Do you have a time frame in mind? Add that too. You don’t have to have all the details of the plan in place just yet, but by knowing where you want to go and when, you can then add the missing pieces in an aligned way where it all fits in with the bigger picture.

Make your vision compelling and attractive, something you would be willing to fight for – and be inspired by – on a daily basis. Also, identify several goals within the project; Creative/Artistic, Financial, Educational, Development goals (for instance, the development goal could be to organise a list of media contacts, audience goers etc as a result of this particular promotion). Again, keep it simple and to the point. You don’t want any confusion about what it is you are setting out to do. And you should be able to easily explain it to anyone who asks.

An inside tip is to not only be clear about what you want to achieve, but also what you are willing to sacrifice to get to the goal. This, my friend, is one of the biggest lessons to learn. One which will dramatically improve your results. Let’s face it, all too often it sounds exciting at the start but then things happen along the way that knock you off balance and you lose momentum and motivation. You might fall ill, another big and time consuming job comes up, a close relative needs your support, your children are on school holidays and you have no childcare to back you up etc; these are all things that slow you down. Identify potential internal and external challenges and problems within the project beforehand and have a think about how you plan to handle them. For a live event, one challenge could be that the majority of people are away on summer holiday at the time of the event, which might affect ticket sales. How could you overcome that? Do more marketing and PR beforehand? Fine tune your offering to attract the people who are in town? Another thing stopping you is that you might have to increase your marketing efforts and you don’t particularly like doing that. So the sacrifice could be to set aside 30 mins first thing every morning to focus your attention on ticket sales, social media marketing and PR outreach.

Do you have an upcoming promotion that you are about to set in motion? Remember: the clearer you are about your goal and the sacrifices you are willing to make in the process, the more likely you are to succeed.

Now go out and SHINE. The world needs you.

Keep making magic!

Sofie Haag
Founder, From Sweden Productions